Updated: Apr 21
TikTok is one of the fastest-growing social media platforms with over 600 million active users as of August 2020. The video-based app has since evolved into a dynamic platform giving rise to creators and opportunities for business to reach their target audience.
TikTok is not just “for the kids”
According to Statista, in June 2020 TikTok had 32.5% users in the USA between the ages of 10-19 and 67.5% of US users 20+ years old. About 50% of TikTok global audience is below the age of 34. That means that there is a substantial market of millennials and baby boomers who are actively using the app too. There is a diverse audience on the platform
TikTok users are highly engaged
TikTok consumers spend an average of 52 minutes on the app every day. That's a lot of time-consuming content and engaging with brands and creators. TikTok users are hyper-engaged audiences and not only do they actively participate in conversations they are actively involved in the growth of communities and sharing of content.
A lot of businesses haven't tapped into this platform yet…
Most industries haven't tapped into this platform yet and this gives businesses the head start they need to build a community around their brand. With over 600 million active users, there is great potential for reach and ROI using organic or paid strategies on the platform. The big-name brands that are dominating TikTok include Gymshark, Washington Post, NBA and the Australian brand Sticky.
You don't have to have to dance to get attention. One of the biggest challenges I get from business owners when it comes to tapping into TikTok as a marketing platform is, ‘I don't dance’.
The good news, you don't have to dance to gain success on the platform. In fact, most of the viral video content from business owners is focused on educational, emotional and behind the scenes content.
Hashtags are a powerful tool on the app that allows creators to reach and target specific audiences.
The app provides the option to view content from your followers and content on the ‘for you page’. According to TikTok, they recommend content based on these factors:
User interactions: such as the videos you like or share, accounts you follow, comments you post, and content you create.
Video information: this might include details like captions, sounds, and hashtags.
Device and account settings: like your language preference, country setting, and device type.
That means users can direct the type of content they are consuming. The TikTok algorithm will push more content you are more likely to engage with so, the more you engage with your target audience the more likely you are to see more content from that audience. This gives users the power to target specific audiences organically
Want to learn how your business can leverage TikTok?
I rounded up a few business owners to find out what they were doing to market their business on the platform...
Sharing educational content
“I've been on TikTok for over 2 years with a business focus in the last 18 months. TikTok has allowed me to share my knowledge and expertise in a uniquely different way. With short video explanations coupled with trending sounds, TikTok has made it easier to educate and engage followers who wouldn't have otherwise known about the industry. Because the platform has a less "serious" tone to it, it has allowed me to be more natural and less polished making me more relatable and approachable to followers. It has helped me grow my other platforms, email list and has helped me launch a 6-week group coaching program to help teach small business owners how to build their ad strategy. Plus, it's just been such a fun platform to be on!”
Kelly Sturtevant - Facebook Ads Specialist
8K Followers @kelsturtevant
Kelly is an award-winning Facebook Ads Strategist who specializes in digital marketing strategies to help entrepreneurs and business owners grow their online presence, generate leads and attract their ideal customer to their products or services.
Sharing behind the scenes content
One of my videos went viral in December and I sold 10k overnight!!!
“ I have been active for 6 months but lurked for a while before that. Tiktok has given me amazing insight into short-form video and creating content specifically for my customers such as order packing videos, behind the scenes, designing and making our products and tips and tricks. I never imagined that someone would be interested in seeing how orders are packed or known a way that we could show the care and attention that goes into every item. .It has been a really powerful way to understand brand storytelling and grown my business too.”
Jubly-Umph, Brand creating art, enamel pins and accessories on themes such as books, crafts and embracing your weirdness.
41.9K Followers @jublyumph
Jubly-Umph makes little reminders that you can wear every day. Based on the artwork of Melbourne illustrator Tasha Miller, each shiny lapel pin has a motivational message or sassy saying that you can wear on your collar, jacket, bag or lapel. These little mementos are for book lovers, craft addicts and people who believe in embracing their weirdness
Sharing value-based content to reach target audience
“Being on TikTok has helped me identify better who my audience is and how I can serve them better. It has been a great place for social listening and gaining clarity with my offers and product creation. It has also generated email sign-ups, course sales, followers/ subscribers to my other social channels and leads.”
Tereza Toledo Social - Pinterest expert strategy and management
17K followers @terezatoledo.social
Tereza Toledo is a cutting edge Pinterest Marketing Strategist who helps businesses skyrocket their website traffic and conversions using her avant-garde Pinterest approach. She’s originally from Brazil, lives in Tampa, FL with her husband, children, and cats. She also has a Bachelor’s in Law, speaks 4 languages, travels a lot with her family, and has helped develop different businesses, from foodservice to Laundromats and retail. When she’s not travelling, chasing after kids, or working with clients, you’ll find her lounging by the pool or in her garage gym, lifting weights!
TikTok can be a valuable tool for your business growth. It gives business the ability to diversify they marketing and sources of traffic & sales. The landscape of short-form video/video content is expanding and it is only projected to grow over the coming years. Another great reason for businesses to tap into platforms like TikTok and Instagram to reach their target audiences using video marketing.
Ready to expand your marketing initiatives to TikTok and learn how to maximise your efforts? Sign up for a Free TikTok Boost Strategy call here